The Lodge Returns to SXSW with Popular Paramount+ Properties

At the dawn of SXSW 2024 and the heart of Austin lies The Clive Bar, this year’s home to Paramount+ Presents: The Lodge, a Paramount+ experience. Now a staple of SXSW, this activation included themed sets tied to various Paramount properties, along with drinks, music, and an airbrush tattoo station.

Visitors were greeted by the rustic decor and bar setting, designated installations for each series or movie, as well as photo opps — all of it spanning three floors. There were nods to “The Chi,” “Halo,” “Mean Girls,” “Star Trek: Discovery,” “Lawman: Bass Reeves,” “Survivor,” the NFL and NCAA March Madness, and the upcoming Showtime limited series “A Gentleman in Moscow.” Three bars offered three different signature themed cocktails for visitors to sip while they explore. On Monday March 10, The Lodge will host the premiere of “Star Trek: Discovery” Season 4, a tentpole series for Paramount+ (debuted in the CBS All Access days), featuring cast and crew.

More from IndieWire

It’s a smart way for Paramount to maintain its ongoing presence at SXSW, having a home base and familiar environment that attendees can rely on year-after-year. Whether it’s a quick photo or stolen sip, the Lodge gives SXSW visitors a chance to unwind, explore, and interact with the streamer’s growing library of original content while soaking in the Austin sun.

Want to visit The Lodge yourself? SXSW attendees can pop by The Clive Bar between 12 p.m. and 7 p.m. through to Monday, March 11. And if you can’t make this year’s conference, check out 20 photos from the activation below.

Presented in partnership with Paramount+. From the Mountain to Rainey St, fans can step into Paramount+’s The Lodge at SXSW 2024 to experience immersive activations inspired by their favorite films and shows including Halo, Star Trek: Discovery, Lawmen: Bass Reeves, and many more. SXSW badge holders are also invited to The Trailblazing Journey to the Fifth and Final Season Featured Panel Session, ahead of the Star Trek: Discovery final season premiere on April 4, exclusively on Paramount+.

Best of IndieWire

Sign up for Indiewire's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.